In response to the national conversation about racial inequality, Sephora will dedicate 15% of its stores‘ shelf space to the products of Black-owned companies, becoming the first major retailer in the United States to take the “15% pledge.” In fact, the few products created for people of color were typically relegated to a small “ethnic beauty” section in stores until in 2013, Tristan Walker founded Walker & Company Brands with the mission to meet the health and beauty needs of people of color on a global scale. Along with what is sold in stores, how Black beauty supplies are sold also matters. Walmart will no longer store multicultural cosmetic products in security cases, a message that communicates to people of color “We do not trust you.”